Attract Clients With a Clear Marketing Message

If you were to ask business coaches to provide fundamental reasons why business owners, of any type, have difficulty creating a consistent client/cash flow, I guarantee that “unclear marketing messages” will be one of the reasons on that list.

The first place I always start with a client, in terms of the practical aspects of business development, is to help her/him identify her/his authentic community (niche or target market) and articulate a clear, magnetic marketing message directed at this group of people. Even clients who come to me who have been running their healing practices/businesses for many years often have unclear, untargetted, overly-generic or incomplete marketing messages.

Having a clear, compelling marketing message is one of the pillars of creating a financially strong and sustainable business of any type, including holistic health/wellness services. Your marketing message is the most important piece of communication you share with your community members that will get their attention and inspire them to engage with you. It will give your business model and relationship-building activities (i.e., marketing) focus and direction, help you find and attract clients more easily and build your healing business with less effort and better results.

Characteristics of a Clear Marketing Message

Your marketing message needs to speak directly to your clearly-defined authentic community and capture the core challenges these people are experiencing. It also needs to highlight, front and center, the ultimate benefits your services provide to this group that address these challenges. Finally, it needs to convey your unique brilliance in how you approach these challenges and deliver these benefits.

Three of the main components of a clear marketing message are as follows:

1) It starts with articulating your “who”.

From a business perspective, there’s a certain, authentic client with specific life challenges and desires who you really, really excel at serving and who you feel passionate about serving. She or he understands, values and benefits the most from your services and products.

Spiritually, this authentic client belongs to your soul group, and you’re meant to help this person heal (often, because you’re here to heal similar patterns, wounds or conditions in yourself). Also, serving this client allows you to express the uniqueness of your Higher Self.

Committing to your authentic clients/community is an important step to take. Doing so will help you direct and use your energy more efficiently and effectively for marketing your offerings and serving the people you’re truly meant to serve, as part of your business’s Higher Purpose.

Your “what” is the core benefit you provide to your authentic community through your services and/or products. It’s a solution to the challenges you’ve identified that your authentic community have. It’s the key desire your community members have that you’re able to help them fulfill.

Your core benefit description captures a clear result that has both tangible and intangible benefits. It’s the ultimate reason your community members buy from you.

3) When you have your “who” and “what” expressed, then, you can convey your “how”.

Besides not having a clear “who” and “what”, one of the main errors that therapists and holistic/wellness practitioners make with their marketing messages and materials (e.g., websites, brochures, etc.) is that they put their “how” — or their process — front and center. In fact, if you look at many practitioners’ promotional vehicles, they are overly focused on describing the modalities they use.

I often say to clients, “most of your prospective clients are not buying your ‘how’, they’re buying your ‘who’ and your ‘what’.” In a prospective client’s mind, the healing modalities you use are, usually, a secondary consideration to the benefits you offer.

This isn’t to say that there’s no place for your process or your “how” in your marketing message/materials; it’s a matter of where you position it. The place to position your how is after your “who” and “what” — not before.

Even if you use modalities other practitioners use, you have your own unique style or approach to integrating and using these modalities and helping facilitate your clients’ healing. Your “how” captures the distinguishing characteristics and unique/distinct process you offer through your services/products. This may be reflected in a branded signature program you offer.

Words and messages carry vibrations that can attract and uplift people, so having a captivating, memorable brand and clear, well-articulated, magnetic marketing message are powerful tools for attracting your authentic clients.

Your email address will not be published. Required fields are marked *

Comment

Name *

Email *

Website

Receive a complimentary copy of "Attract Clients and Money With Ease and Joy" (valued at $47) when you subscribe to The Prosperous Healer™, a free e-zine for wellness professionals (valued at $97 a year).

Simply enter your first name
and email address below, and click "subscribe".

First Name

Email

Mary C. Davis is a Certified Business Coach, Prosperity Guide and Spiritual Healing Facilitator who helps wellness professionals, coaches, therapists and holistic practitioners attract clients and create prosperous, fulfilling businesses with ease and joy. She is the creator of The Prosperous Healer's Path™, a training and coaching process that integrates inner mastery tools and effective, practical business-building strategies with spiritual truths, values and inner wisdom. Results include an abundance of money, clients and fulfillment.

With more than 20 years of experience in marketing, sales, communications and management, Mary has helped generate over $30 million of revenue for health care and social service organizations. She also has extensive training and experience in professional coaching, metaphysics and spiritual/energy healing modalities.